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The IUP Journal of Business Strategy
Six Sigma Deployment in Sales and Marketing: Enhancing Competitive Advantages
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Six Sigma deployment can bring a valuable process discipline and emphasis on performance measurement to sales and marketing activities. Six Sigma approach adds measurable value to sales and marketing performance and helps in increasing market share and top line revenue in targeted product/markets. These are external objectives as opposed to the internal objectives of defect reduction and cost cutting for Six Sigma deployment in production and operations. For successful deployment of Six Sigma in sales and marketing, there is a need for removing departmental silos; developing a passion for measuring company performance; investment in training at all levels; and active role of senior management. The benefit of Six Sigma deployment in sales and marketing includes better information sharing to make improved decisions and ultimately sustain the growth as it reduces the uncertainty inherent in sales and marketing. This paper emphasizes importance of Six Sigma deployment in sales and marketing and provides various tools and frameworks for its successful deployment.

 
 
 

Organizations face constant competition to attract and retain customers, hence, revenue and profitability of some of the organizations are at risk. One method of reducing this risk is to increase the customer satisfaction and overall customer value by streamlining sales and marketing efforts. Six Sigma is well-suited to contribute to and support these efforts of sales and marketing due to its focus on problem identification, process improvement, and its emphasis on the customer. Organizations can use Six Sigma in the reengineering of sales and marketing operations to increase customer satisfaction by increasing the speed, quality and efficiency of its services.

Six Sigma deployment in sales and marketing will depend on its ability to change and adapt to the organizational needs, as sales and marketing require a disciplined and strategic approach for value creation and market-share growth. Six Sigma approach helps sales and marketing in increasing market share and top line revenue in targeted product/markets by providing superior value. These are external objectives as opposed to the internal objectives of defect reduction and cost-cutting for Six Sigma deployment in production and operation. In short, Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects in any process—from manufacturing to transactional and from product to service. This paper focuses on deployment of Six Sigma in sales and marketing and provides various frameworks and methodologies.

 
 
 

Business Model Innovation,Six Sigma Deployment in Sales, Six Sigma Concept and Evolution, Sales and Marketing,Various Methodologies